Generative AI is changing how marketers create content, but integrating it into your process depends on the type of tool you’re using. From external tools like ChatGPT to built-in AI assistants inside platforms like HubSpot, each comes with unique strengths—and some trade-offs.
In this post, we break down how to decide what works best for your setup and how to structure a workflow that scales content without sacrificing quality.
There are really two main paths when it comes to using AI for content production:
ChatGPT is one of the most powerful and flexible free tools available. But since it’s not built into your CMS or content platform, you need to create a clear workflow around it.
That means deciding:
What kind of content it should help with (e.g. blog drafts, outlines, short-form content)
How it should be structured and written
What your internal review and editing process looks like
When used right, tools like ChatGPT can help you massively scale content production while still keeping your human quality layer intact.
Native tools are easier to integrate because they live inside the tools you already use. These AI assistants can help write meta descriptions, generate email copy, or even draft basic blog posts.
While they might not be as advanced as ChatGPT in terms of quality, they are often "good enough" for small tasks or early-stage drafts.
The challenge here is evaluating:
Does your platform have AI built-in?
Is the quality of the content it generates usable?
Can it save time in your existing workflow?
If your current tools have strong native AI features, start there. They integrate seamlessly and reduce tool-switching.
If not, go with an external tool like ChatGPT and build a process around it. You’ll need a few basics:
Defined use cases
A review process
A clear handoff between AI output and human editing
Either way, the impact is clear: AI helps you produce more content, faster. Just make sure it fits your workflow and always add a human touch to keep the quality high.
Generative AI won’t replace your marketing team. But it will supercharge them—if you use it right. Whether you're automating snippets inside your CMS or building full blog drafts with ChatGPT, the goal is the same: produce better content, faster, and at scale. If you need help just get in touch with us.